LEVER CROSS-PROMOTIONS TARGET RETAILER BRANDS

CHICAGO -- In a first for Lever Bros., the company has completed two tie-in promotions linking its Snuggle brand fabric softener with store-brand bleach through on-pack coupons.The two, month-long promotions in March -- at most of the IGA supermarket network and at supermarkets in four wholesaler divisions served by Shurfine-Central -- generated strong display activity and incremental sales at a very

CHICAGO -- In a first for Lever Bros., the company has completed two tie-in promotions linking its Snuggle brand fabric softener with store-brand bleach through on-pack coupons.

The two, month-long promotions in March -- at most of the IGA supermarket network and at supermarkets in four wholesaler divisions served by Shurfine-Central -- generated strong display activity and incremental sales at a very low promotional cost, said Donald R. Eckers, senior manager of trade development for